Market research: For the common good
Modern consumers consider themselves to be more ethical, but this is not reflected in their buying habits. Market research can help brands determine the ‘political stance’ they should adopt to woo those with good intentions. Alicia Clegg reports
Whom do you trust more, governments or brands? Politicians, even those elected on huge majorities, often fare dismally in opinion polls. Well- known brands, on the other hand, have a habit of doing rather well, with the star performers notching up approval ratings that politicians could only dream of.
In reality, of course, such comparisons are unfair, meaningless…